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The B2B buying process has changed, has your sales strategy?Navigate the evolution of the B2B buying journeyYour sales reps have roughly 5% of a customer’s time during their B2B buying journey. Lack of time with buyers coupled with rapidly shifting buying dynamics, fueled by digital buying behavior, is reshaping the strategic focus of sales organizations. Download the
Gartner guide for CSOs to learn how to: Company InformationAll fields are required. Company Name & Location Type company and location Business Street Address City State/ProvinceOptional Postal CodeOptional Country Sellers have little opportunity to influence customer decisionsThe ready availability of quality information through digital channels has made it far easier for buyers to gather information independently, meaning sellers have less access and fewer opportunities to influence customer decisions. In fact‚ Gartner research finds that when B2B
buyers are considering a purchase‚ they spend only 17% of that time meeting with potential suppliers. When buyers are comparing multiple suppliers‚ the amount of time spent with anyone sales rep may be only 5% or 6%. The customers buying journey is hardThe typical buying group for a complex
B2B solution involves six to 10 decision makers‚ each armed with four or five pieces of information they’ve gathered independently and must deconflict with the group. At the same time, the set of options and solutions buying groups can consider is expanding as new technologies, products, suppliers and services emerge. These dynamics make it increasingly difficult for customers to make purchases. In fact, more than three-quarters of the customers Gartner surveyed described their
purchase as very complex or difficult. B2B Buyers complete a set of jobs to make a purchaseTo understand how to best help customers advance through a complex purchase, Gartner research identified six B2B buying “jobs” that customers must complete to their satisfaction in order to successfully finalize a purchase: The buying journey isn’t linearB2B buying doesn’t play out in any kind of predictable, linear order. Instead, customers engage in what one might call “looping” across a typical B2B purchase, revisiting each of those six buying jobs at least once. Buying jobs don’t happen sequentially, but more or less simultaneously. Information drives purchase ease and high-quality salesAll of this looping around
and bouncing from one job to another means that buyers value suppliers that make it easier for them to navigate the purchase process. In fact, Gartner research found that customers who perceived the information they received from suppliers to be helpful in advancing across their buying jobs were 2.8 times more likely to experience a high degree of purchase ease, and three times more likely to buy a bigger deal with less regret. How Gartner Helps CSOs with the New B2B Buying JourneySales reps are a channel to customers, notthe channelCustomers are largely channel-agnostic when seeking the information they need to get a job done. As a result, sales reps are not the only channel to customers, but simply a channel, and alignment across in-person and digital channels is crucial for supporting customers in the way they actually buy. Supplier pipelines can’t speak the truthMost sales organizations organize activity around a linear pipeline, seeking to move opportunities from one stage to the next. For customers, however, purchase progress is far better defined in terms of job completion rather than stage progression. As a result, while pipeline reviews might indicate a preponderance of opportunities stuck in sales Stage 5, for example, there is no way of knowing through a linear, supplier-centric sales funnel where exactly customers are truly struggling to make progress in any given deal. Sales and marketing must operate in parallel, not serial, fashionMost sales and marketing teams are organized in serial fashion: Marketing generates and nurtures demand early through digital channels before handing off the most qualified of opportunities to sales for in-person pursuit. Customers, however, don’t buy in a linear fashion. Rather, they use both digital and in-person channels with near-equal frequency to complete each of the buying jobs more or less simultaneously. As a result, in today’s world of B2B buying, there is no handoff from marketing to sales, or digital to in-person. It’s a parallel process, not a serial one. Suppliers must enable buyers to complete buying jobsTo win in this B2B buying environment, suppliers should focus on providing customers with information that is specifically designed to help them complete their buying jobs. We call this “buyer enablement” — the provisioning of information to customers in a way that enables them to complete critical buying jobs. Find out how you can simplify your buyers’ purchase process and empower sellers
to deliver value. Which component of trust in a salesperson does a buyers question will you recommend what is best for me?A buyer's question, "Will you recommend what is best for me?" most likely addresses the trust component of customer orientation in a salesperson. The buyer defines trust; it is the salesperson's job to determine through questioning what trust attributes are critical to relationship building for a specific buyer.
Which of the following best describes trust in a buyer Seller context group of answer choices?Which of the following best describes trust in a buyer-seller context? Trust is earned when an industrial buyer believes and can rely on a salesperson's claims or promises when the buyer is dependent on the salesperson's honesty and reliability.
Why is trust important to a salesperson quizlet?Trust is important to a salesperson because it is essential for building these long-term relationships. How might a salesperson go about earning trust? Expertise: sales people can gain trust through helping the buyer with their needs. Matching the needs of the buyer to the product or service they are able to provide.
Which of the following is most accurate with respect to a buyer's expectations for salespeople?Which of the following is most accurate with respect to a buyer's expectations for salespeople? Buyers expect salespeople to contribute to the success of the buyer's firm.
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